Brazilians spend more than half of their lives on the internet. This discovery took place last year, in a survey carried out by the company NordVPN on the digital habits of our people. According to research projections, users in Brazil dedicate more than 41 years to the digital environment, which is equivalent to 54% of the average lifespan of the population.
Of course, it wasn’t always like this. The advancement and popularization of technology have made the internet increasingly present in everyday life over the years, promoting changes in all aspects of people’s lives. Work migrated to the digital world, study too, the search for inspiration. The connections, the services, the interactions. Everything is increasingly digitized. And advertising would have no reason not to follow this movement. It needs to be where the target audience is. And this is where the trouble starts for many brands.
Daily, we are bombarded with content on the internet, but we are not able to consume everything. In the unconscious, each of us curates what interests us and discards the rest. The ideal world is that in this “remainder” are the fake news, sites sensationalist and with low (or no) credibility, content that propagates hatred and prejudice in general, among others. But, even though not all Brazilians discard content like this, a good part of the population already does and is even willing to ignore ads from brands that are allied to these profiles.
How does Adnews know this? Again, we have data. A recent study of Integral Ad Science (IAS) found that 72% of Brazilian consumers say they stop using brands that appear alongside low-quality content.
And there’s more: 96% of Brazilians consider it important that the ads they see are positioned next to high quality content, because the credibility of the content is transferred to the brand.
Second Marcia Byrne (Photo), Managing Director for Latin America in the IAS, Brazilians are more demanding, even compared to the population of other countries.
“In fact, a similar study of US consumers found that 62% of them would stop buying from a brand that advertises alongside low-quality content, 10% less than Brazilian consumers. We know that Brazil is one of the countries with the highest content creation rate, so it is correct to say that the population is more selective with brands, depending on the type of content they appear with”, explains Marcia, who observed an accelerated increase of this requirement in the context of Covid-19, but states that the evolution began before the pandemic.
According to the IAS director, Brazil is the leading country in advertising consumption in Latin America, mainly due to the size of the population, the variety of media and the extent to which society is integrated with social networks.
The news is good for the market, which is noticing consumers’ increased awareness and willingness to choose brands that provide good quality, relevant experience and values similar to their own. But it is also a clear message for brands: responsibility and common sense must be exercised when advertising on the internet. Showing up at any cost comes at a price that can be quite high.
“It’s important for brands to take control of where their ads appear. It’s a dual strategy: environments brand safe are free of risky content, which most advertisers agree involves violence, adult content, and other high-risk categories. But then there is brand suitabilitythe appropriateness of the brand, which varies from company to company”, clarifies Marcia.
That’s where the work of the IAS comes in. The company offers a comprehensive set of tools for brand safety e suitability that allow advertisers to place their ads in the right context as accurately as possible.
“For years, we’ve worked with the biggest names in the technology industry to create scalable branded security solutions so marketing can ease the stress of campaign execution. Our latest news is the Publisher Optimizationwhich maximizes revenue through automation,” he describes.
The tool integrates seamlessly with major ad servers and creates a one-stop shop for customers to sell inventory with greater confidence and transparency. One of the key features is that it allows users to run campaigns so that ads are automatically placed in the right context, away from unsafe content and in alignment with standards of media-quality of brand. This helps to reduce human error and increase accuracy.
IAS offers comprehensive brand safety and suitability reports that provide marketing a granular view of the context in which your ads were displayed, as well as overall campaign performance. The company calls this diagnostic ‘actionable data’ because it provides clients with a consistent stream of important information that allows them to adjust campaigns and increase their impact.
But after all, how can companies act to establish successful strategies as ad consumption patterns evolve? Marcia Byrne proposes a plan of action.
“It’s important for companies to solidify the type of context they want their ads to appear in. Once you’ve defined that, it’s time to incorporate a brand safety e suitability that will prevent your ads from serving alongside unsafe or misleading content, and instead target environments that are contextually aligned with your product or service. For example, an alcoholic drink ad next to a cocktail recipe video, and not on a children’s entertainment website”, concludes the executive.
* In collaboration with Cathy Birle
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